Samsung Electronics Officially Applies 'HDR10+ Advanced' to Amazon Prime Video

First-Ever Evolutionary High-Definition Technology Introduced to OTT Platforms
Equipped with AI Tone Mapping and Motion Correction

Samsung Electronics announced on August 4, 2026, that it has officially applied the next-generation high-definition video technology, 'HDR10+ Advanced,' to content in collaboration with the global video streaming platform, Amazon Prime Video.

With approximately 250 million subscribers worldwide, Prime Video has maintained a close relationship with Samsung Electronics since becoming the first online video service (OTT) to introduce HDR10 technology in 2017. Through this collaboration, the two companies have further strengthened their partnership by introducing an upgraded version, 'HDR10+ Advanced.'

Samsung Electronics has collaborated with Amazon to apply the next-generation high-definition video technology 'HDR10+ Advanced' to 'Prime Video' content. Samsung Electronics

This technology centers on "enhanced brightness" and "intelligent motion correction," delivering an immersive viewing experience. The enhanced brightness feature combines scene-specific optimal brightness information with AI-based tone mapping technology to achieve the highest luminance performance that TVs can offer. This allows for clear and vivid picture quality without color distortion, even during high-brightness scenes. Intelligent motion correction utilizes metadata to dynamically adjust frame rates, providing smoother playback for fast-paced content such as sports or action scenes without any stutter.

Currently leading the HDR10+ ecosystem, "HDR10+ Technologies" has secured more than 22,000 certifications from 183 global member companies, establishing itself as an industry standard. Samsung Electronics has proactively equipped its 2026 TV lineup with 'HDR10+ Advanced' and plans to gradually expand the range of supported products in the future. Furthermore, in line with its reputation as the global No. 1 TV brand for 20 consecutive years, the company will continue to develop technologies to provide the best possible home viewing environment.

BA Winston, Vice President of Technology at Prime Video, stated, "HDR10+ Advanced is a highly sophisticated technology, meeting the rigorous quality standards set by major global media platforms. This technological advancement enables us to more faithfully deliver the creators' intentions within the content."

Son Taeyong, Executive Vice President of the Visual Display Business at Samsung Electronics, said, "Through our longstanding partnership with Prime Video, we have become the world's first to introduce HDR10+ Advanced content. Now, viewers at home can enjoy a viewing experience that captures even the finest details in every scene."

This content was produced with the assistance of AI translation services.